Googlers Can ‘Mute’ Ads
The same ad-supported search engine that created an adblock-default Chrome update now brings consumers the option to mute ads they don’t want to see. Google touts this as a positive for marketers, though, saying now they don’t have to spend on ads users don’t want to see.
Muting ads isn’t as easy as it sounds, though. The DoubleClick Ad Exchange Buyer Help post about Thursday’s update shows ad viewers have to be signed in, need to be in the Google Display Network and more.
CNNtech reports on Thursday:
Google … plans to expand the feature to its other services, such as YouTube, Search and Gmail, in the coming months.
Users can mute ads that they don’t want to see. Muting an ad stops the ad from being shown to the user. It also stops certain other ads very similar to it that have been purchased by the same advertiser, as well as other ads from the same advertiser that use the same web URL (either the website domain or specific pages). For example, if users mute an ad for hiking boots from example.com, they’ll be muting ads from the website’s domain example.com, including specific pages such as example.com/hikingboots and example.com/climbinggear.
If a user is signed in to her or his Google Account and has Ads Personalization on, Google will try to apply muting across all of that user’s signed-in devices when we recognize that user as being signed in. The user must have Ads Personalization on to take full advantage of this feature, although some mutes may still work if the user opts out of Ads Personalization.
What do you think, marketers?
Please respond in the comments section below.
Related story: 30% of Ads Nefariously Defeat Adblockers